The Struggle for Optimization: How Your AdWords Campaign May Be Crippling Your Profits
How AdWords Work
For anyone new to AdWords, the program is a Pay-Per-Click type program that allows businesses to exhibit their ads on Google. The service is based around keywords, or words used for searching classes of items. AdWords only charges the business when a person clicks on the ad.
The process of creating an ad for AdWords is pretty simple. First, the business inputs what they are offering a specific audience. Secondly, they must choose the keywords, or search terms, that will be connected to the ad. The last step includes choosing a daily budget for how much the business is willing to spend per day.
Unless the keywords are so obscure that there are no other businesses using those terms, the search will result in multiple ad listings. In order to have a competitive and effective AdWords campaign, the business must optimize the way in which they market themselves by using modifiers chosen by analyzing the sites web traffic and current, as well as potential, customer base.
The Struggle with Optimization Across Multiple Platforms
For a business that already has an established AdWords program, they may find issues that arise when trying to optimize their campaign across both mobile and desktop platforms. Although both of these ad crusades may be based on the same analyst data, the actual users may differ in the way in which they search for types of items.
For example, a company might be focusing on keyword distinctions across both their mobile and desktop ad campaigns. If an analysis of the data shows that one type of user traffic, let’s use Platform A as a distinguisher, search for items based on category, as in the type of merchandise, while the other type of users, Platform B, search based on keywords. The company must decide if they should completely change the way in which their ad campaigns are organized.
The decision may seem like a no-brainer, but a complete modification of a campaign takes time and money. The business also risks losing users on Platform A whose search style mimics the typical way that users on Platform B search. The answer lies in the size difference of search styles across the platform. If the difference is drastic, then the business should seriously consider taking the risk of losing some of the Platform A users in order to serve the other customers on Platform A, who make up a substantial amount of paying customers on that specific platform.
The Final Word
There is no definite answer or absolute solution for refining an effective Adwords campaign on such a complicated system. Launching and maintaining a successful Adwords campaign requires business-by-business, as well as platform-by-platform, analysis that considers all the positive and negative outcomes of each possibility.